University of Malta

February 2015
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Department of Marketing Seminar February 2015  



The Digital Orientation of European SMEs: Initial Findings From an International Study




Date: Monday 9th February 2015, Time: 12:00 hrs

Venue: Seminar Room 420 Level 4, Faculty of Economics, Management and Accountancy





Dr Ana Domingos Canhoto
Chair in Digital Marketing
Visiting Academic
Oxford Brookes University

Dr Tanya Sammut-Bonnici
Head, Marketing Department
University of Malta



The digital economy has significant influence on business activity but, whilst the European Commission recognises that smaller firms (SMEs) form the spine of the European economy, there is limited knowledge of the adoption of digital technologies by smaller firms. This presentation reports on the initial findings of a research project that seeks to obtain an understanding of the constituents of a digital marketing orientation amongst European SMEs, and how environmental and organisational factors support the digital activity in SMEs. First phase interviews were conducted with Italian, Spanish, British and Maltese SMEs across five different sectors; manufacturing, agriculture, professional services, retail, tourism and leisure. Initial findings suggest that digital activity is deemed positive, B2B firms are less advanced in their measurement of digital activity, that both B2B and B2C emphasise digital communications activities, and that there is a consensus regarding the characteristics of someone with a digital orientation.



Dr. Ana Canhoto is a senior lecturer in Marketing at Oxford Brookes University, where she also leads the MSc Marketing. Her research focuses on the use of digital technology and information on customer management – for instance, developing better customer insight, or improving customer service.

Before joining academia Ana worked as a management consultant for the telecommunications industry, where she conducted market overviews, oversaw market research and formulated entry strategies. She also worked as a portfolio manager at a leading media and entertainment company, where she organised aspects of copyright management of the organisation's movies and electronic games portfolio. She holds a PhD from the London School of Economics, as well as an MBA from the London Business School.


  • The seminar is free of charge and open to the general public and all faculty members, students, industry and social partners.
  • No booking required.
  • Parking: please ask for parking display tags at the university gates.


We look forward to see you on the day of the seminar!


For more information please contact:


Ms Brenda Vella
Department Administrator


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